When Overwatch League team San Francisco Shock tweeted a picture of player Andrej “BabyBay” Francisty looking like Myspace eye-candy, no-one could have expected the image would lead to a viral charity campaign for mental health awareness. But that’s exactly what happened.

Last week, the San Francisco Shock official Twitter account tweeted a link to BabyBay’s Instagram account alongside an awkward black-and-white selfie of the pro player. It didn’t take long for NRG Esports’ vice president of content, Cory Vincent, to tweet his own version of the photo, with the hashtag #BabyBayChallenge, jokingly challenging others to undertake the ‘challenge’.